• 20May

    Discusses our perception of wine

    Economy, Finance, general, perception of wine No Comments

    This analysis can discover what would happen if New World wines are marketed in bulk in Spain and how to increase exports of Spanish wines to the United States is expected to be the leading consumer of wine in the world within a few years.

    Tiziana de Magistris, project, work is underway with Etienne de Groot, Dr. Azucena Gracia and Dr. Luis Miguel Albisu, Unit of Agrifood Economics and Natural Resources of CITA, and with the advice of Dr. Rudy Nayga the University of Arkansas, United States.

    Early results show that Spanish consumers primarily value D. Designation of Origin O. and the suitability of wine with dinner to the accompanying, while giving little attention to the label. In addition, these consumers are buying less than positive attitude towards the wines of “New World.” American consumers as a whole, have as their main reference for choosing a wine, which have previously tested, the type of grape variety and price.

    At work we have investigated the buying behavior and personal characteristics of consumers in both countries, which has segments in different profiles.

    In Spain it is worth noting two quite distinct consumer groups by age and education. The first is a higher proportion of young people with little knowledge about wine. Appreciate that the wine comes from a D. O. and suitability with food that is going to accompany. The other segment consists of adult men with low levels of education, but with a high level of knowledge about wine. This segment values the label, the suitability of wine with dinner for accompanying and had tasted before.

    In the United States study has focused on the generation called “Millennials (under 35 years) as it is considered that this group has a significant purchasing power and increased consumption of wine to the rest of the population.

    The work is being conducted on a sample of 380 consumers in both countries with a novel methodological approach based on choice experiments and the use of scales “Best-Worst”. Consumers in the city of Zaragoza has been taken as representative of Spanish consumers and consumers in the city of Fayetteville, Arkansas, as representative of American consumers.